Advertising system and apparatus



Feb.9', 1932. VA. F. c. scHNooR ADVERTISING SYSTEM AND APPAR'ATUS Filed July 28.` 1927 2 Sheets-Sheet 1 ,.IHU. ma

Feb L9, 1932- A.- F. c. scHNooR ADVERTISING SYSTEM AND APPARATUS Filed July 28. 1927 2 Sheets-Sheet 2 Patented F eb. 9, 1932 ALEXANDER F. C. SCHNOOR, OF LOS ANGELES, CALIFORNIA ADVERTISING SYSTEM AND ArrAnA'rUs applicati@ fuea July as, 1927. serial No. 209,148.

@l5 or advised thereof at the opportune moment, or at the time they are 'actually ready to purchase such products. In accordance with my system the consumerf is not only re- I minded of present needs, but is reminded `of 20 `an article at the time" that a purchase ot such an article is both possible and likely, and does not have the usual opportunity of forgetting the thoughts or reminders conveyed to him by similar signs or devices `that are remotely located from places where such articles may be obtained.` l A Another important object of the invention is to provide such a system that provides the t t merchant in whoseA establishment the sys- 30 tem is installed with a complete series of signs conveying to the'consumer the scope of the various lines of merchandise stocked by the merchant, so that his articles are not only continuously advertised but special sales may be advertised by him, by the mere addition to the holding device of a card mentioning the period of the `sale and the sale price ofthe article. i p

Another important object of the invention is to provide the merchant with means for regular and continuous advertising of a manufacturers products thereby Amaterially increasing the sales of both merchant and manufacturers, alsoto make it unnecessary for a merchant to have many and costly signs prepared to advise the public of periodic sales.

Another important object of the invention is to provide an apparatus for supporting sign cards in market places that is simple in construction, substantially rigid, and ellicient in operation.

Another important object of the invention is to provide a means `for illuminating sign cards, display racks and sign plates in a novel and etiicient manner. t i

Another important object of the invention is to provide a sign rack that is formed of a sign plate upon which the merchant may l write, print or otherwise indicate the articles advertised or on sale for that particular day or period, racks extending from the sign plate that are formed of simple brackets attached tothe shelving or the like of the marketplace and cardholding plates of simple construction that are arranged to have interlocking engagement with the brackets for supporting the cards thereon. h

Numerous other objects and advantages of the invention will be apparent as it is better understood from the following description, which, taken in connection with the accompa-nying drawings, discloses a preferred embodiment thereof. h

Referring to the drawings z-f Figure l is a cross sectional view of a portion of a market place showing a sign rack forming a part of my system and embodying my invention.

Fig. 2 is a section taken line 2*-2 in Fig. l. i

Fig. 3 is a section taken substantially on line 3-3 in Fig. 1. t

Fig. t is a section taken substantially on line 4-4 in Fig. 3.

Fig. 5 is a section taken substantially on line 5-5 inFig. l, and Figure 6 is a perspective view showing `the several interchangeable parts for making up the sign racks in their relative positions.

To illustrate my invention, I have shown a portion of the interiorot a market place, which may befor illustration the interior of a drug store or grocery store and while the apparatus oi my system may be arranged in any suitable location or position in such market place or establishment, I have shown my apparatus mountedalong the top of a support 11 which may bea shelf rack as shown, a counter or other' suitable furniture,l

substantially on f:

lili) the support 11 in the present instance being positioned against a wall 12 in the market place and extending to the usual height which provides a space above the shelf rack at least two feet in height and extending the length of the rack, thus providing a suitable space for the various apparatus of my system.

The app aratus shown in the present instance includes a sign plate 13 and two laterally eX- tending card holding wings 14, the sign plate 13 is preferably a plate upon which the vproprietor or merchant may write or print characters setting forth the articles and the 'price thereof upon which special sales are being conducted for pre-determined periods and may be illuminated upon occasion in any suitable manner. A separate sign plate 15 is preferably mounted adjacent the plate 13 and provided with suitable characters for indica` ting the period and charactervof the sale.

In the present instance the sign plate 13 is mounted on a housing 16 (Fig. 3) which is arranged to provide a light chamber 17 and reflecting devices or member-s 18 and 19, may be arranged in the housing 16 for reflecting light rays from an illuminating means or device 21 located in any suitable position. The lighting device is preferably enclosed in a secondary housing 22 that may be mounted on the housing 16 and constructed and arranged substantially as shown to reflect light rays from the illuminating device 21 into the chamber 17, the sign plate 13 is preferably of substantially transparent material such as frosted glass or the like, upon which the characters may be written or printed so that light rays from the lighting means 21 when projected into the chamber 17 may be reflected by the reflecting devices or members 18 and 19 and projected against the sign plate 13 for the illumination thereof. I

The path of light rays from the illuminating means 21 to the plate is indicated -on the drawings by the dotted lines 23. The secondary sign plate 15 is also preferably of semi or substantially transparent material and may be mounted against a vertical wall 24 of the housing 22 substantially as indicated and also illuminated by the lighting means 21 directly or as an incident to the illamination of the sign plate 13.

The sign plate 13 is preferably mounted on the housing 16 so that plate 13 is removable to permit of substitution or alteration upon occasion, this is accomplished in the present instance by mounting the plate 13 on a front panel 25 which may be hinged to the housing 16 by means of a hinge pin 26 extending through a piano hinge formed by a curled portions 27 alternately extending from the panel 25 and a wall k28 of the'housng 16. The plate 13 may be supported on Vthe panel 25 in any suitable manner and in the .present instance I have shown a pocket or groove 29 extending along three sides'or the major portion of the edge of the plate 13 and formed by a Z-bar 31 that may be fastened to the panel 25 at spaced points by means of screws 32. A latching device 33 of any suitable type may be provided to engage a flange or lug s 34 on the housing 16 to secure the panel 25 in closed position.

In illuminating the plate 13 it is desirable to distribute light rays of substantially uniform intensity from the illuminating device 21 over the area of the plate 13 and while this may be accomplished by positioning the illuminating means at a point somewhat removed from the plate so as to permit direct rays of uniform intensity from the lighting means to strike all points over the area of the plate, the size of the plate is usually too great to permit such an arrangement and to uniformly illuminate the plate 13 in a minimum of space I have arranged a lighting means laterally from or in a position beyond the edge of the plate such as in the housing 22 and provide the reflecting and deflecting devices or members 18 and 19 for distributing the light rays over the plate 1'3. rlhe reflector or device 18 is preferably formed of a sheet metal plate having a polished or reflecting surface which is corrugated or fluted or otherwise formed to provide a plurality of reflecting surfaces that may extend entirely across the housing 16 as indicated in (Fig. 4). The device 18 may be mounted in the housing 16 in any suitable manner, in the present instance I have shown this device clamped along its edges against flanges 35 on the housing 16 by means of angle strips 36 which may be secured to the housing 16 in any suitable -manner.

The reflecting device 19 may be any suitable device that is arrangeable on the bottom wall or floor 37 of the housing 16 and may if preferred be formed from a portion of the material of the floor 37. In the present instance I'have shown this device formed of sheet metal of substantially V-shape, the uppermost surfaces 38 and 39 being suitably treated to provide reflecting surfaces and arranged in planes crossing each other approximately at `right angles and so that the apeX of the V -shaped device points toward the illuminating means 21, so that a light ray traveling from the lighting means and striking a reflecting surface of the device 19 will be reflected against the plate 13 direct or against the reflecting device 18 and then against the plate 13 for the illumination thereof.

While the wings or racks 14 may be formed and constructed in any suitable manner, I prefer to form the racks of interchangeable and interlocking :mechanical devices or parts and these parts in the present embodiment include card holders 50, cards 51 and 52, brackets 53 and 54, retaining strips :55 and retaining blocks.56,the parts 50 to 56 inclusive form one lsection of a plain rack or side wing yand any number of said sections may be arranged on a suitable Support and extended to any suitable length `along this/support.v A secondarywing section 57 which will be later described is'provided for each of the above mentioned sections when it is desired Ltoilluminate the cards 51 and 52 and to provide additional advertising space.

The cardholder is preferably formed of sheet metal of substantially Y rectangular form, the body 61 of the holder is or may be slightly curved substantially as shown. The opposite edges' of the card holder 50 are preferably curled substantially as indicated to provide holding flanges 62. Each end of the card holder 50`is or may be notched at spaced points as indicated at 63 and 64 to provide a tongue65.` Tongue 65 `is bent toV one `side of the plane of the card holder 50 for embracing the bracket 53 as will be later described.` The card 51 may be any suitable sign card and of any suitable material upon which signs may beimpressed or supported, the card 51 is substantially the same length as the holder 50 and is somewhatnarrower so that it may` slide into the grooves provided by the flanges 62 of the holder 50.

The bracket 53 is preferably formed of strip material and bent `substantially as in` dicated to provide a leg 66 having one or more apertures 67 therein to provide a means for securing the bracket 53 to the support 11 and a leg 68 which is formed substantially in accordance with the normal surface of the card holder 50. The leg 68 is provided with spaced notches 69 and the material of the legs at one side of the notch is bent from theplane of the legs substantially as indicated. The spacing of the notches 69 is equal to the spacing of the slots 63 and 64 of the holder 50. The

e retaining strip 55 may be a strip of any suitable material the length of which issubstantially equivalent to the width of the sign card`51.

The bracket 5.4 is similar to the bracket 53 and may be formed of the same material to provide a leg 71 having apertures 72 therein `which are preferably similar to and in alignment with the apertures 67 in the bracket 53. The bracket 54 is also formed to provide a leg 73 having notches 74 adjacent the end thereof. The material of the leg 73 between the notches 74 and the end thereof is preferably curled or bent from the plane of the leg 73 substantially as indicated at 75 and a protuberance 76 is preferably struck up from the surface of the leg 73 adjacent its uppermost end. The retaining plate 56 may be any suitable plate and is preferably formed to an ornamental design and to at least cover the area of the leg 73 of the bracket `The plate 56 is preferably apertured as indicated at 77 through which a fastening device such as a" screw 78 or the like may extend for threaded engagement in a threaded aperture 79 `in the bracket 54. l The card-52 may be any indicia bearing orsign cardand it is substantially the same length Vas the card 51.

leg68, the tongues 65 are preferably arranged to yieldingly clamp the body of the card holder 50 against the legs 68.` The tongues 65 being positioned between two spaced notches 69 and embracing the leg .butts against offset portions thereof and when assembled each card holder 50 is interlockingly engaged between two brackets 53. After the card51 is inserted in any holder the retaining strip 55 is positioned over the joint. between each pair of adjacent cards to cover the joint therebetween. l

The brackets 54 are preferably positioned beneath each bracket 53 substantially as shown and provide ameans for supporting the card or cards 52, these cards rest at their opposite ends Von the tip provided by the curved portions of the legs`73 andthe slot 74, thehretaining plates 56 are thenplaced over the oppositeends of the cards 52 and thescrews 7 8 are inserted and drawn up to Y clamp the cards in fixed position.V

The secondary wing sections 57 are pro- -vlded when it isdeSiredto illuminate the sign cards 51`and 52 and to provide" an additional sign plate 82. The sections 57 include r the plate 82, a holding frame 83 therefor, a` i hood 84, an illuminating device 85, braces '86 and braces or supporting brackets 87. -The sign plate 82 is preferably mounted, re-

movably, in the Vframe, 83,` and the frame 83 may be secured to the hood 84 in any suitl.able manner. The hood 84 is preferably shaped to provide a reflector for the illuminating device'85 as indicated (Fig-5) and to lap over or back of the card holder 50 when `assembled thereto. The braces 86are preferably narrow strip braces arranged at each end of the unit 57 `and the braces 87 are similarly arranged at each end thereof and to embrace the hood or for attachment there-U to in any suitable manner. The braces 86i support the lower edge of the frame 83 from the rear `of the hood substantially as indicated and the braces 87 are extended from the hood to engage the end of the legs 68l of the brackets 53 for attachment thereto by` means of screws 88 or other suitable fastening devices. The length of the secondary wing sections 57 is preferably equal to the e space between the brackets 53 and one of such units may be arranged above each ofthe sections of the Wings 14. The illuminating devices 21and 85 are preferably incandescent bulbs lor similar light.` The arrangement lof the secondary wing sections is preferably such that the light rays from the illuminating device 85 will be projected through the sign plate 82 and over the surface of the sign cards 51 and 52 substantiallyas lindicated by dotted lines 89 to provide indirect illumination therefor. Sheet metal plates 91 are preferably provided at each end of the wings 14 to close the ends thereof and to aid the appearance which may be .of any suitable shape and provided with ornamental designs upon occasion.

, It is thought that the invention and many of its attendant advantages will be under stood from the foregoing description, and -it will be apparent that various changes may be made in `-the form, construction and ar- -rangement of the parts, without departing from the spirit and scope of the invention, or sacrificing all of its material advantages, the form herinbefore described being merely a preferred embodiment thereof.

I claim:

1. In an advertising apparatus, a card supporting rack comprising, a plurality of spaced brackets constructed and arranged for attachment to a support, and card holding members interlockingly engaging said brackets and supported thereby.

2. In an advertising apparatus the co1nbination of a central character `displaying panel, and 'card supporting wings extending laterally from said panel, said card supporting wings being formed of spaced supporting brackets and card holding devices extending between said 'brackets and supported thereby.

3. In an advertising apparatus vthe combination of, a plurality of spaced supporting members, lcard holding plates extending between and supported by sai-d members, sign cards displayed in said plates, and devices supported by said supporting members, and arranged to provide indirect 4illumination for the sign cards in said card holding plates.

et. In an advertising apparatus the combination of, a plurality of spaced supporting members, card holding plates extending between and supported by said members, and illuminating devices supported by said supporting members and having a bearing on the card holding plates, said devices being formed to provide a light reflector and for holdingtransparent sign plates, and provid-ed with illuminating means.

' 5. A card holding rack, comprising in combination, card holders, and spaced brackets,

said brackets being formed of strip material to provide a leg for attachment toa support,

and a leg adapted to be embraced by a portion yof at least one card .holder and having offset lportions for preventing movement of the card holder along said leg.

6. A card holding rack, comprising in combination, card holders, and spaced brackets, said card holders comprising, substantially rectangular sheet metal plates having curled edges adapted to embrace edges of a card and having an offset portion-adjacent at least one end adapted to embrace one of said brackets for supporting lthe cardholder thereon.

7. A sign display rack comprising in combination a plurality -of spaced substantially Lshaped supporting brackets having offset portions providing stops, and card holding devices adapted to extend between and embrace portions of said brackets and to engage said stops.

8. In an advertising apparatus the combination of, a plurality of spaced supporting members, card holding plates extending between and supported by said members, and illuminating devices supported by lsaid supporting members, said devices being formed to provide a light reflector and for holding transparent sign plates, and provided with illuminating means.

9. In advertising apparatus the combination with a. series ofy display cards of means for displaying said cards, including a centrally disposed attractive unit, and means for individually supporting display cards of the series adjacent said unit for display in conjunction therewith, said means comprising, a plurality of spaced brackets vconstructed and arranged for attachment to a support, and card holding members interlockingly engaging said brackets and supported thereby.

10. In advertising apparatus the combination with a series of display cards, of means for `displaying said cards, including a centrally disposed attractive unit, and means for individually supporting display cards of the series adjacent said unit, for display in conjunction therewith, said means comprising, spaced supporting devices, and

card holders arranged tokextend between said devices and having interlocking engagement therewith. y

11. In advertising apparatus the combination with Va series of display cards, of

means foi1 displaying said cards including an ornate and conspicuous display unit, and means for supporting display cards of the series adjacent said unit for display in conjunction therewith, said means comprising. a plurality of spaced brackets constructed and arranged for attachment to a support. and card holding members interlockingly engaging said brackets.

12. In advertising apparatus the combii nation with a series of display cards, of means for displaying said cards including an ornate and conspicuous display unit, and means for supporting display cards of the series adjacent said unit, for display in conjunction therewith, said means comprising, spaced supporting devices, and card holders secured between said supporting devices.

13. In advertising apparatus the combination with a series of display cards, of means `for displaying said cards including an ornate and conspicuous display unit, and means for supporting display cards of the series adjacent said unit, for display in conjunction therewith, said means comprising, spaced support members, card holders attached to said support members, and illuminating means associated therewith.

14. In advertising apparatus the combination with a series of display cards, of means for displaying said cards including an ornate and conspicuous display unit, and means for supporting display cards of the series adjacent said unit, for display in conjunction therewith, said means comprising, spaced support members, card holders attached to said support members, and illuminating means associated therewith, said illuminating means being at least partly coneealed and provided with a reflector.

15. In advertising apparatus the combination with a series of display cards, oi' means for displaying said cards including a centrally disposed display unit, and card holding devices formed of interlocking members extending from said unit for supporting display cards of the series adjacent said unit and for display in conjunction therewith.

16. In advertising apparatus the combination with a series of display cards, of means for displaying said cards, including a centrally disposed attractive unit, and means for individually supporting and displaying the cards of the series adjacent said unit.

17. In advertising apparatus the combination with a series of display cards, of means for displaying said cards including a separate and ornate centrally disposed display unit, and card supporting means arranged to extend from said unit for displaying a plurality of cards of the series adjacent said centrally disposed display unit.

ALEXANDER F. C. SCHNOOR. 

